The Sound of Silence: When a Lack of Customer Feedback Derails Your Strategy

Editor’s Note: You’re facing unprecedented business challenges. You need more than theories—you need a blueprint. Welcome to a Leader’s Blueprint, your weekly guide to proven strategies that get results. 

Sound Familiar?

You’ve just launched. The team invested months of effort, the budget was approved, and the strategic decks were flawless. But now, instead of the sound of soaring adoption and positive buzz, you’re met with… silence. Engagement metrics are flat, the innovative features you debated for weeks are being ignored, and the market seems completely indifferent. You’re left wondering, “Did we just spend a year building something nobody wants?

If this scenario feels familiar, you’re not alone. This is the painful result of a disconnect—a gap between your organization and the customers you exist to serve.

The Hidden Cost of Guessing

Operating without a direct line to your customer isn’t just inefficient; it’s a significant business risk. The costs ripple across the entire organization:

  • Wasted Capital: Every dollar spent on unwanted features is a dollar not spent on true innovation.
  • Demoralized Teams: Nothing crushes motivation faster than pouring your energy into work that fails to make an impact.
  • Lost Market Share: While you’re guessing, you can be sure your competitors are listening, adapting, and winning over your customers.

From Silence to Insight: A Glimpse of the Solution

Turning this around requires more than an annual survey. It requires building a systematic listening engine. In SAFe®, we call this the Harnessing Customer Feedback competency.

This isn’t just about collecting data; it’s about creating a holistic view of your customer’s reality. It means blending quantitative data (like usage metrics and satisfaction scores) with powerful qualitative insights. One of the most effective methods is Gemba, which involves going to the customer’s environment to observe them using your product. By seeing their struggles and successes firsthand, you replace assumptions with undeniable facts.

Your First Step

You don’t need a new tool or a big budget to start. Here is one simple action you can take this week:

Empower your team or a team you lead to dedicate an hour this week to observe a real customer using your product. This isn’t a demo or a sales call, but a quiet observation to uncover genuine insights. Afterward, share with each other the single most surprising discovery they made.

Unlock Your Full Potential

That single observation is just the beginning. To truly thrive and lead, a systematic approach is not merely essential for survival—it’s the catalyst for unprecedented growth. The Harnessing Customer Feedback competency provides a complete blueprint for designing robust feedback loops, extracting profound insights from data, and transforming customer understanding into winning product decisions that redefine your market.



Upcoming Blogs in this Series

  • Measuring Product Performance
  • Creating Responsive Roadmaps
  • Accelerating Product Flow


1 Deloitte Digital – https://www.deloittedigital.com/mt/en/insights/perspective/Personalising-The-Customer-Experience.html

2025 In-Person Implementing SAFe® (6.0) – Gaylord Rockies Resort & Convention Center, Colorado

In-Person Implementing SAFe® (6.0) Aurora, Colorado

The Implementing SAFe® course is a unique opportunity to learn SAFe directly from the global Scaled Agile Framework Team Members and Fellows while being supported by best-in-class, global SAFe coaches and consultants. If you have been waiting to get your SPC, or you know someone who would benefit from this unique opportunity, register today!

You will:

  • Master the art of planning and steering a SAFe transformation with confidence and clarity.
  • Identify and leverage value streams, launch Agile Release Trains, enhance flow efficiency, and implement OKRs effectively.
  • Sharpen your skills in Agile product management and delivery – principles that drive real-world success.

Event Overview

Date: December 9 – 12th, 2025

Time: 8:00 AM – 5:00 PM

GMT -07:00 Mountain Standard Time

Location: Gaylord Rockies Resort & Convention Center, 6700 N. Gaylord Rockies Blvd, Aurora, CO 80019, Book your discounted room here ($149 + tax/night).

Cost: Price per attendee $2,995.00

**If you register before November 12th, you receive a $200 discount, the price is $2,795.00**

(breakfast, lunch, and refreshments included)

Additional Opportunities:

What is the Implementing SAFe® Course?

Implementing SAFe® offers attendees the broadest level of insight into each layer of a SAFe implementation. This course is for those who want to be a leader in a Lean-Agile transformation. This course and resulting certification will help you understand the roles of each person in SAFe organization and then plan and guide a SAFe transformation.

You’ll learn how to identify value streams, launch agile release trains, optimize flow, and apply OKRs to Strategic Themes that define the targeted outcomes for the SAFe transformation. You’ll also practice the principles of Agile product management and product delivery. If you’re looking for a comprehensive and practical understanding of how to help an organization achieve business agility effectively, Implementing SAFe® is the right course for you.

Instructors

Andrew Sales
Chief Methodologist and Chief Product Officer


Andrew is passionate about helping SAFe Enterprises identify better ways of working through the application of Lean, Agile, and DevOps at scale and evolving SAFe guidance to support these goals. In addition, he fulfills the role of Framework Product Manager, ensuring that Scaled Agile has a clear vision, roadmap, and set of priorities for how the Framework will meet the needs of our customers. Andrew has successfully guided numerous organizations through SAFe transformations from across a wide range of industries, drawing on his many years of Lean and Agile experience. He previously led the Agile Services Practice across EMEA for CA Technologies (formerly Rally) and is a regular keynote speaker at Agile conferences and contributor to the Agile community.

Marc Rix Headshot Photo

Marc Rix
Methodologist and SAFe Fellow

Marc specializes in Agile Product Delivery, Team and Technical Agility, and applying Lean-Agile concepts throughout the enterprise. He is a former Scaled Agile partner and customer with a long history of leading large companies through complex Agile and DevOps transformations. His Agile experience spans more than 25 years and has included roles in development, operations, architecture, coaching, leadership, and business development.

Adam Mattis
VP, Platform Partners & Advisory

An executive operator, Adam helps enterprises become AI-native by aligning strategy, portfolio, and delivery to ship real outcomes faster. With 20+ years of leadership across regulated and complex industries, he is recognized for pragmatic, no-nonsense, outcome-focused results. Adam is recognized as a SAFe Fellow and has earned the SPCT credential.


Be sure to check out additional course offerings provided by our Partner Community on the Training Calendar.

SAFe® Day Brazil

SAFe® Day Brazil

Junte-se a nós para o SAFe Brazil Day!

When:

May 30, 2025, 9:00 am – May 30, 2025, 6:00 pm BET

Where:

Brasília, Parque Tecnológico de Brasília

Who:

Agile Coach, Product Manager, Product Owner, Program or Project Manager, Scrum Master

Event Overview

O SAFe® Day Brazil realizado pela Adaptworks é um encontro imperdível na agenda de executivos, líderes e especialistas da comunidade ágil brasileira em busca de insights sobre como escalar a agilidade no setor público, aprender e debater sobre impulsionar a transformação Lean-Agile com SAFe® ou desejam conhecer os casos reais de aplicação no Banco do Brasil e Petrobras.

Speakers

Stosh Misiaszek

Senior Director of Federal Business Development, (Scaled Agile)

SAFe for Government Konferenz @Deloitte

SAFe for Government Konferenz @Deloitte

Join us in Düsseldorf to discuss SAFe for Government.

When:

May 6, 2025, 9:00 am – May 6, 2025, 5:00 pm ECT

Where:

Deloitte Düsseldorf, Erna-Scheffler-Straße 2, 40476 Düsseldorf, Germany

Who:

Agile Coach, Product Manager, Product Owner, Program or Project Manager, Scrum Master

Event Overview

Together with our partner Deloitte, we are bringing together leading minds from administration and Agile transformation to discuss solutions for the future.

Speakers

Felix Dinnessen

Partner | Government & Public Services, (Deliotte)


Dr. Thomas Karl

Director | Technology Strategy & Transformation – Industry Lead GPS, (Deliotte)

Future Ready – Adaptive Betriebsmodelle: Impulse für die Organisation von morgen

Future Ready – Adaptive Betriebsmodelle: Impulse für die Organisation von morgen

Adaptive Operating Models in Action: Real-World Insights from Germany’s Top Companies

When:

May 6, 2025, 12:00 pm – May 6, 2025, 5:00 pm ECT

Where:

BearingPoint Office Frankfurt am Main, Speicherstraße 1, 60327 Frankfurt am Main, Germany

Who:

Agile Coach, Product Manager, Product Owner, Release Train Engineer

Event Overview

Meet us in Frankfurt am Main at BearingPoint’s office for an exclusive event where industry leaders share their real-world experiences, successes, and challenges in implementing adaptive operating models. Engage in interactive discussions, learn from authentic testimonials, and discover innovative solutions from top companies in Germany. Don’t miss this unique opportunity to network and gain insights from the pioneers in the field!

Speakers

Richard Mutschler

Head of LACE, ETAS

Lothar Kaiser

Director Corporate Organizational Development, Bosch

AI is Changing SAFe—Are You Ready?

AI is Changing SAFe—Are You Ready?

AI is no longer a future concept—it’s actively reshaping how organizations prioritize, deliver, and scale. It’s transforming Agile execution across every framework.

When:

April 23, 2025, 12:00 pm – April 23, 2025, 1:00 pm EST

Where:

Remote – Zoom

Who:

Agile Coach, Product Manager, Product Owner, Release Train Engineer

Event Overview

👉 If you’re using SAFe, Scrum, LeSS, Spotify, or your own flavor of Agilethis webinar is for you.

👉The question isn’t if AI will impact your framework…

It’s how fast you adapt.

🎙 Hear from leading voices in the Agile + AI space:

Dr. Steve Mayner, VP Framework, SAFe Fellow & Methodologist, and expert practitioners Doug Less & Karen Siers

 💡What you’ll walk away with:

-Real-world insights into the current AI business landscape (Spoiler: You’re not too late)

-Why AI success starts with agility—and how DevOps & Design Thinking accelerate it

-Brand-new data from the State of SAFe Global Survey and the Sorrento Summit

-What Agile principles endure—and what must evolve

-Why every organization is becoming an AI company—starting NOW 

💥 Whether you’re scaling Agile, shaping strategy, or driving change, this is the future-focused conversation you don’t want to miss. 

Secure your spot & Register now!

Speakers

Dr. Steve Mayner

VP Framework, SAFe Fellow & Methodologist | Scaled Agile, Inc.

Doug Less

SPCT & Transformation Coach | ICON Agility Services

Karen Siers

Executive Transformation Coach & AI Change Agent

Four Career Moves to Make at the Start of 2025

Four Career Moves to Make at the Start of 2025

Ready to propel your career forward in 2025? Let’s get started!

When:

January 22, 2025, 10:00 am – January 22, 2025, 11:00 am MST

Where:

Online (Zoom)

Who:

Certified SPCs, Product Manager, Program or Project Manager, Scrum Master

Event Overview

Take Your Career to the Next Level in 2025!

Join our expert-led webinar on January 22nd at 10:00 AM MST to discover the top four strategies for achieving career success and accelerating your growth.

Speakers

Michelle Jimenez

Product Manager (Scaled Agile)

Dr. Wiselin Mathuram Ph.D. SAFe SPCT

Chief Transformation Officer, (IBC)


Luke Hohmann

Co-Founder, (Applied Frameworks)


Karen Lewison

Senior Events Manager (Scaled Agile)

Philips

“The Lean Portfolio Management is really unique for our business and now it’s being requested all over the place, because it really was a game changer. We outperformed in 2023 financially. We achieved our OKRs. The strategy was super clear. We had improved our quality significantly. So we didn’t have any major noncompliance… and most importantly we gained back the trust from the markets and the customers first.”

Ruti Avitan, VMO Leader, EMR & CM, Philips

Industry:

Healthcare, Medical Devices, Technology

Quick Facts:

  • Philips Global has 18 businesses across multiple continents, including 5 informatics businesses, which have adopted SAFe
  • In 2021, Philips Global invested 1.8 billion euros in research and development across all its business units
  • The Philips EMR & CM informatics products alone improve the lives of 95 million patients every year
  • Informatics customers include more than 9,000 hospitals across 70 countries

Lessons Learned:

  • Transformation is possible in a highly regulated environment like healthcare. Philips EMR & CM assigned a person to each team who was dedicated to documentation and validation in order to reduce delays and meet the more than 27 different compliance requirements they faced.
  • By moving away from an endless backlog of service tickets and managing defects to developing new tools and services, teams create more room for growth and innovation. They do this by defining epics, MVPs, and understanding value streams.
  • People-centric innovation: Philips asked themselves, what do people (in this case, patients and clinicians, nurses and technicians, consumers) really need? And how can they best support healthcare professionals with their workflow?
  • Sometimes focusing on fewer projects allows for greater scale, more innovation, better quality, and better flow of value to the customer.

Overview

In the past decade, Philips has transformed from a household products company to a focused leader in healthcare technology. The company offers medical devices such as CT and MRI machines, healthcare devices for personal use such as toothbrushes, and informatic systems for hospitals. 

Philips has five informatics or software business units ranging from electronic medical records (EMR) and care management to clinical informatics, radiology, cardiovascular, and more. They began their SAFe transformation within informatics. “When I joined, this business specifically was fully waterfall, very hierarchical, especially in the R&D organization,” says Ruti Avitan, VMO Leader of the EMR & CM informatics business at Philips. “It was a business in trouble. We had a lot of red projects because of delays. We have more than 25 projects running in parallel. Each one had a different delivery date. We had escalation from customers on quality, and so on. So the motivation to do something was really high.” 

Beginning in 2022, SAFe allowed the organization to define a Lean-Agile way of working and move from the traditional hierarchy to cross-functional teams. They shifted from project to product centricity, enhanced their knowledge, reduced the backlog, and made room for innovation. The result is an enterprise that is people- and patient-centric, focused on scalable innovations that prioritize safety, patient outcomes, supply chain resilience, and quality.

“When I joined, this business specifically was fully waterfall, very hierarchical, especially in the R&D organization… It was a business in trouble. We had a lot of red projects because of delays. We have more than 25 projects running in parallel. Each one has a different delivery date. We had escalation from customers on quality and so on. So the motivation to do something was really high.”

Ruti Avitan, VMO Leader, EMR & CM, Philips

Back to: All Case Studies

Suggested Case Study: Royal Philips

SAFe for Hardware: Developing the Certification Course

Over two decades, I have worked with large system builders in Aerospace, Defense, Automotive, and many other industries, supporting leaders in applying Lean-Agile principles to their engineering practices. As a methodologist and a SAFe® Fellow, I speak with organizations daily about using SAFe to build and deliver large, complex systems faster, more predictably, and with higher quality. 

Hardware ≠ Software: Understanding the Evolution of Hardware Development

Hardware and Lean-Agile don’t immediately seem like a perfect fit. Building a hardware system involves a lot of risk and cost, and a huge amount of infrastructure is required to design, verify, validate, and ultimately certify hardware solutions. 

The common approach to hardware development has been to define complete requirements and design specifications prior to implementation. There hasn’t been a mindset of building incrementally or doing tasks in small batches, mainly because of the downstream risk and the costs associated with getting it wrong. Yet the systems we build today have too much market, user, and technical uncertainty to assume we can build them right the first time. 

Over the past decade, we’ve witnessed a real disruption in hardware. New technology has enabled the industry to embrace a more Agile way of working. Digital technology, including digital twins, allows organizations to build an entire digital model of a system to address uncertainty faster and more cost-effectively. While hardware teams may not be able to build a new part every iteration, rapid prototyping and 3D printing mean they can now quickly and cheaply test and iterate at increasing levels of fidelity.  

At Scaled Agile, we saw a clear market need for a course that would support engineering organizations’ adoption of SAFe in the same way that many software organizations have seen tremendous value. 

Supporting Organizations in Implementing Lean-Agile Principles in Hardware

To create SAFe® for Hardware, we worked closely with our customers and the SPCT community, drawing on the conversations I’ve had over the past several years. The content in each module has been tested with multiple customers and reviewed by a community of SPCTs who work with hardware organizations. We landed on the modules that truly support engineering leaders and program managers in accelerating their hardware development and delivery and providing faster feedback and learning on the systems they build. 

We start with a brief introduction to SAFe and Lean-Agile principles to level set the class. Next, we dive into Designing for Change, where we look at how engineering leaders can design their systems to optimize incremental development. A good example is to think about a mobile phone. Pre-smartphone era, mobile phones were fixed logic, while today — a phone is just a platform that can be continually improved. Too often, systems are designed to optimize initial costs over the ability to change, which limits the ability to evolve them over time based on feedback and learning. 

Our next obstacle is the specification process. In Specifying the Solution Incrementally, we show how smaller batches of requirements and design create feedback loops. This requires balancing and connecting traditional formal (‘shall’) specifications with backlog items like features and enablers. We also show how to incorporate nonfunctional requirements (NFRs) into the Agile way of working. 

Variable/Fixed above Solution Intent; Domain Model leads to Design Model and Requirements Model

Less Defined: Solution Roadmap and PI Roadmap; More Defined: PI Plan, Iteration Plan, Daily Plan

A crucial difference between software development and hardware development is dramatically longer lead times needed to manufacture physical parts. Further, these are often significant systems with multi-year and sometimes even multi-decade lifespans. Multiple Horizons of Planning shares best practices on how to plan with both a long-term and near-term perspective. We show how organizations can balance the need to forecast long-term while providing teams with the ability to plan and commit to shorter-term work. 

As we say in SAFe, objective evaluation of working systems is the true measure of progress. Other measures, including phase-gate milestones, too often lead to false positive feasibility and wishful thinking. Being Agile in hardware requires a critical mindset shift. One issue is that teams often work in isolation on their part of a system, and regularly wait until the end to integrate the system. When it doesn’t, rework can be costly and frustrating. During Frequently Integrating the End-to-End Solution, participants will understand how digital technologies described earlier enable more frequent integration and faster, cost-effective learning. 

Continuously hypothesize, build, measure, and learn while continuously exploring, integrating, and deploying = release on demand

Another shift is in the way that engineering leaders look at compliance and regulation. Instead of creating a large bow wave of compliance activities at the end of development, we shift those activities left, building security, compliance, and physical safety into a feedback loop each increment. We discuss how to make this happen during the module Continually Addressing Compliance Concerns. 

Of course, no engineering team is an island. All organizations recognize the need to leverage suppliers whose knowledge and expertise are required to co-develop the solution. As organizations change to Lean-Agile ways of working, they must bring their suppliers along with them to be successful. In Collaborating with Suppliers, engineering leaders will learn how to integrate suppliers into their SAFe practices. They will also understand common contracting challenges and ways to address them. 

"The 8-Step Process for Leading Change" by Kotter, Inc.

Perhaps most crucially of all, our module Leading the Change is a call to action for development managers, program managers, and engineering executives. It’s not enough to agree to a new way of working, leaders need to own it and lead that change.

Built to Reinforce Learning

While the focus of SAFe® for Hardware is on knowledge transfer and education, we purposely designed the course to be 40 percent collaborative, with a lot of hands-on and activity-based sessions where engineering practitioners can learn from one another. Each module provides opportunities for leaders to discuss their current challenges and consider new approaches.

In our testing, I’ve seen leaders who enter the class with such different perspectives and then get in the room and discuss Agile practices with excitement and passion. I had one attendee tell me he would apply the roadmapping workshop the following week. And seeing the excitement and energy while building a marble run exercise is just the icing on the cake! We’ve had feedback that the content in SAFe for Hardware has really helped engineering leaders start thinking differently and understanding what’s possible within hardware development. 

For organizations to change their ways of working, leaders need to see the art of the possible, and to understand that applying Lean-Agile principles and SAFe in hardware is doable. And the need to know that others are already doing it and seeing success. I want people walking out of the course feeling confident that as leaders, if they can take responsibility for applying the mindset and the principles to their specific context and organization, they can find incredible value. 

Visit the SAFe® for Hardware course page for more, or search for upcoming classes via the training calendar.

SAFe for Hardware is currently in Limited Release, with classes available from select partners. A full release is planned for February 2025.

About Harry Koehnemann

Harry Koehnemann

SAFe Methodologist and SAFe Fellow at Scaled Agile, Inc., Harry Koehnemann has worked for over two decades with large system builders in Aerospace, Defense, Automotive, and many other industries, supporting leaders in applying Lean-Agile principles to their engineering practices. Harry speaks with organizations daily about using SAFe to build and deliver large, complex systems faster, more predictably, and with higher quality.

Product Launch

Scaled Agile Product Launch Webinar (2024 October)

Scaled Agile Product Management team leaders will unveil the latest innovations in this product launch webinar.

When:

October 24, 2024, 3:00 pm – October 24, 2024, 4:00 pm ECT

Where:

Zoom Live Session

Who:

Agile Coach, Product Manager, Product Owner, Program or Project Manager, SAFe Program Consultant, Scrum Master

Event Overview

Register today for insights into:

* Actionable guidance that bridges Agile theory and practice

* Flexible pathways for continuous learning

* Responsible integration of AI in Agile environments

Discover how the latest innovations from Scaled Agile drive business agility, improve team performance, and foster enterprise resilience.

Speakers

Andrew Sales

Chief Methodologist

As Chief Methodologist, Andrew is passionate about helping SAFe enterprises identify better ways of working by applying Lean, Agile, and DevOps at scale. In addition, he fulfills the role of Framework product manager, ensuring that Scaled Agile, Inc. has a clear vision, roadmap, and set of priorities for how SAFe will meet the needs of our customers.

Daniel Quick

Chief Customer Learning Officer

For over 20 years, Daniel has been on the front lines of educating customers, building results-driven customer learning programs at leading software brands, including Optimizely, Culture Amp, and Asana. Prior to joining Scaled Agile, he was SVP of Content Strategy at Thought Industries, one of the world’s fastest growing learning technology companies.

Tamara Nation

VP, Professionals Business Segment